{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,9]],"date-time":"2026-04-09T18:31:16Z","timestamp":1775759476703,"version":"3.50.1"},"reference-count":94,"publisher":"Emerald","issue":"5","license":[{"start":{"date-parts":[[2024,2,23]],"date-time":"2024-02-23T00:00:00Z","timestamp":1708646400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["YC"],"published-print":{"date-parts":[[2024,8,6]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>Social media has become an inescapable part of our lives. However, recent research suggests that excessive use of social media may lead to fatigue and users\u2019 disengagement. This study aims to examine which brand-related factors contribute to social media fatigue (SMF) and its subsequent role on driving lurking behaviors, particularly among young consumers.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>Based on survey data from 282 young users of social media, a holistic model of brand-related drivers and outcomes of SMF was tested, emphasizing the contribution of brands\u2019 social media presence to users\u2019 disengagement.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>Research shows that branded content overload and irrelevance, as well as branded ads intrusiveness significantly impact SMF, which in turn plays a mediating role between brand-related drivers and lurking behaviors. The authors further conclude that the impact of SMF on lurking is stronger for users who follow a larger set of brands.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>The study contributes to social media research by addressing its \u201cdark side\u201d and empirically validating the role of brands\u2019 social media presence in developing young users\u2019 fatigue and disengagement. The study further adds to the scant literature on SMF, which was mostly developed outside the branding field. Research also provides valuable insights to brands on how to improve their social media performance.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/yc-09-2023-1873","type":"journal-article","created":{"date-parts":[[2024,2,21]],"date-time":"2024-02-21T22:59:00Z","timestamp":1708556340000},"page":"625-644","source":"Crossref","is-referenced-by-count":21,"title":["Brands as drivers of social media fatigue and its effects on users\u2019 disengagement: the perspective of young consumers"],"prefix":"10.1108","volume":"25","author":[{"given":"Teresa","family":"Fernandes","sequence":"first","affiliation":[]},{"given":"Rodrigo","family":"Oliveira","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2024,2,23]]},"reference":[{"issue":"2","key":"key2024080210162716800_ref001","doi-asserted-by":"crossref","first-page":"125","DOI":"10.1080\/15332861.2019.1698265","article-title":"Examining the role of social networking fatigue toward discontinuance intention: the multigroup effects of gender and age","volume":"19","year":"2020","journal-title":"Journal of Internet Commerce"},{"issue":"3","key":"key2024080210162716800_ref002","doi-asserted-by":"crossref","first-page":"411","DOI":"10.1037\/0033-2909.103.3.411","article-title":"Structural equation modelling in practice \u2013 a review and recommended two-step approach","volume":"103","year":"1988","journal-title":"Psychological Bulletin"},{"issue":"1","key":"key2024080210162716800_ref003","doi-asserted-by":"crossref","first-page":"74","DOI":"10.1007\/BF02723327","article-title":"On the evaluation of structural equation models","volume":"16","year":"1988","journal-title":"Journal of the Academy of Marketing Science"},{"issue":"8","key":"key2024080210162716800_ref004","doi-asserted-by":"crossref","first-page":"226","DOI":"10.1108\/ITP-03-2022-0207","article-title":"Antecedents and outcomes of social media fatigue","volume":"36","year":"2023","journal-title":"Information Technology & People"},{"issue":"1","key":"key2024080210162716800_ref005","doi-asserted-by":"crossref","first-page":"219","DOI":"10.1108\/EJM-06-2019-0515","article-title":"Managing consumer privacy concerns and defensive behaviors in the digital marketplace","volume":"55","year":"2021","journal-title":"European Journal of Marketing"},{"issue":"5","key":"key2024080210162716800_ref006","doi-asserted-by":"crossref","first-page":"1411","DOI":"10.1108\/EJM-01-2018-0007","article-title":"Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives","volume":"55","year":"2021","journal-title":"European Journal of Marketing"},{"key":"key2024080210162716800_ref007","unstructured":"Brandwatch (2022), \u201c23 Tips to increase Instagram engagement\u201d, available at: www.brandwatch.com\/blog\/tips-increase-instagram-engagement\/"},{"issue":"5","key":"key2024080210162716800_ref008","doi-asserted-by":"crossref","first-page":"1213","DOI":"10.1108\/IntR-03-2017-0112","article-title":"Is my fear of missing out (FOMO) causing fatigue? 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